KOBI'LERDE MÜŞTERİ İLİŞKİLERİ YÖNETİMİ ALGILARI VE UYGULAMALARI: TOKAT İLİ ÖRNEĞİ

The purpose of the study is to reveal SMEs’ practices, perceptions and knowledge about Customer Relationship Management, determine the features that may affect the perceptions of CRM, measure the relationship between innovation, market, profit-earning capacity performances and their CRM perceptions and finally recommend suggestions for promoting themselves about it in Tokat. The study has been planned as descriptive research. Data has been obtained by survey via interviewing with managers. Sample size has been admitted as 169 firms at %5 significance level. Convenience sampling has been chosen as sampling.As a result of the research, Tokat province SMEs' have high level of CRM perceptions. But their CRM practices are deficient, exiguous and they are uneducated and anachronistic about CRM.